中国传媒市场正处在转型期。一般认为,转型经济与市场的特点:一是其发育不够完善、在历史进程上处于还比较落后阶段,二是体制需要转轨。所以,相关研究非常复杂。当前传媒营销研究中的突出问题是,经验和知识双重不足,学界甚至在一些基础概念、原则定理和经营模式设计上都会出现 China’s media market is in transition. Generally believed that the characteristics of the transition economy and the market: First, its development is not perfect, in the historical process is still relatively backward stage, and second, the system needs to change. Therefore, the related research is very complicated. At present, the prominent problem in the research of media marketing is the double insufficiency of experience and knowledge. The academic circles even appear in some basic concepts, principle theorems and business model design